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Spring 2012 CLEARCAST NEWSLETTER INTRODUCTION SPRING 2012 Hello from Chris Mundy 4 Clearcast Newsletter Spring 2012 CLEARCAST NEWSLETTER INTRODUCTION SPRING 2012 Hello from Chris Mundy 4 Editor CLEAR Eleanor Bonnet We’re expanding… 8 Contributors Clearcast Training 2012 11 Anna Morris Getting a bit political 14 Barry Noone Video Game Footage 16 Chris Mundy Get your Supers right first time 18 Danny Turner Important updates to Flash Test software 20 Elliot Lord Gillian Kirby Technology Improvements 22 James Morgan-Yates Getting to know you 24 Jonathan Laury Traffic Department becomes Operations 28 Jo Walker-Davidson Justyna Shala CAST Kristoffer Hammer Hellos, Goodbyes, Promotions and Babies! 32 Michael Haydon Niamh McGuinness Five minutes with a consultant: Dr Mark Ide 34 Paul Garside Inny & Outty 36 Victoria Adomako Micky Vansittart: A Clearcast Profile 38 Design THE BACK PAGE We Made This Dear Jackie 44 www.wemadethis.co.uk Did you Know…? 46 2 Clearcast Newsletter · Spring 2012 Clearcast Newsletter · Spring 2012 3 INTRODUCTION We’ve been very busy over the winter, both clearing copy (we saw a Hello record 63,000 commercials in 2011) and developing a range of new serv - ices designed to make it easier to get your ads to air, and you can read about these inside. Chris Mundy We’ve bolstered our support for advertisers that are new to TV with a Managing Director dedicated copy executive, and have also published a handy guide with everything you need to know about getting your ads on air and keeping there. Michael Haydon, our new Training Manager, has revamped our training programme for 2012 and it is now also CPD recognized; if you ever wondered what the team do in the morning viewing you’ll now be able to take part in a mock one to find out! An objective for the whole team last year was to ‘get out more’, not be - cause we’re a bunch of sociophobes (quite the opposite… see Clearcast parties passim) but because we think we can help you better by having a better understanding of how you work. Read on to find out more about how the team went about this. Also inside we explain why some apparently innocuous charity ads fall foul of rules on political advertising, give you the heads up on supers and flashing, and provide more information on the CARIA ® Agency link we’re launching to minimize the time media buyers spend keying data in for their campaigns. Hopefully you will get a sense that things don’t stand still very long at Clearcast. If you’d like to find out more about what’s going on, please do look at our courses or get in touch. Chris www.clearcast.co.uk 4 Clearcast Newsletter · Spring 2012 Clearcast Newsletter · Spring 2012 5 We’re expanding… 8 Clearcast Training 2012 11 Getting a bit political 14 Video Game Footage 16 Get your Supers right first time 18 Important updates to Flash Test software 20 Technology Improvements 22 Getting to know you 24 Traffic Department becomes Operations 28 clear 6 Clearcast Newsletter · Spring 2012 Clearcast Newsletter · Spring 2012 7 CLEAR New Business We’re A helping hand to agencies which are either new to TV advertising or work with us so irregularly that it almost feels like the first time, each expanding… time. A Senior Executive will have more time to dedicate to these agen - cies, so that everything can be explained in more detail when making Kristoffer Hammer submissions online. There will be no additional charge for this service. Head of Policy and Customer Operations Campaign Planning & Training Useful for advertisers and agencies that would like advice at the early stages of a campaign, to get the creative treatments right for con - tentious sectors or get a claim accepted before the creative work starts. Our customers can also get help during the approval process, for mo - ments when it starts to feel like it’s getting a bit complicated. The Cam - paign Planner will work alongside the advertiser or agency, highlight their options and save them valuable time. As a part of the Campaign Planning, we also offer bespoke training, which can be helpful for clients that are not fully familiar with the clearance process or have the full overview of what to look out for in the adverting codes. TV Admin On 10th April this year, Clearcast will expand into four excit - Clearcast will be able to help customers that find the clearance process ing areas: New Business, Campaign Planning & Training, complicated and may not have the resources to follow the clearance. TV Admin and Edit-to-clear. TV, VoD, radio and cinema clearances for the UK and Europe will be offered. The Clearcast TV Admin service will help clients get a submis - You’ll be hearing a lot more from us in coming weeks about these new sion as complete as possible before it is sent for clearance – which will services, but in the meantime, here’s some information to whet your save valuable time later, if additional information is required. The TV appetite: Admin can also arrange for delivery once the ad has been approved. 8 Clearcast Newsletter · Spring 2012 Clearcast Newsletter · Spring 2012 9 CLEAR Edit-to-clear We will be able to offer some minor editing jobs, such as fixing legal Clearcast supers that fail on duration of hold or font size. We can also do some smaller jobs on fixing ads that fail on flashing images, as well as clock - Training 2012 ing or re-clocking ads. Michael Haydon Training Programme Manager We can also announce we have recently recruited three internal can - didates of very high calibre to work in these brand new areas and they look forward to getting started. So… watch this space! I’d like to introduce myself as Clearcast’s new Training Programme Manager and outline some of the exciting changes to our Training Pro - gramme for 2012. Since taking up the post last Autumn, my main goal was to carry out a full review of the courses we offered to the TV in - dustry to search for new opportunities and areas for improvement. This review has led to the design and launch of our new 2012 Pro - gramme and specifically the introduction of a new core training course: The Clearcast Certificate. 10 Clearcast Newsletter · Spring 2012 Clearcast Newsletter · Spring 2012 11 CLEAR The Certificate is the first formal qualification in Clearcast and we are Our Certificate courses have all been externally accred - pleased to offer it to a range of audiences and in differing proficiency ited by the Continuous Professional Development ( CPD ) levels: service and are supported by the IPA, the UK’s leading trade and professional body for advertising agencies. Agency Certificate This means that whether you work in an advertising Full day course for advertising agencies of all types agency, legal firm or another field, our Certificate courses will count towards your CPD requirement. Advertiser Certificate Full day certificate specifically for advertisers As well as all of the exciting changes to our Training Programme, we Advanced Certificate are continuing to offer our popular bespoke in-house training to Full day course for agencies and advertisers agencies and advertisers alike. Bespoke sessions can provide training Broadcaster Certificate on issues affecting agencies’ main accounts and for their clients we can Half day certificate aimed at broadcasters focus on their specific sector and areas of concern. If you are interested in finding out more with a view to booking a bespoke session, please From our standard Certificates offering a review of the fundamentals, contact us to discuss your requirements. to our Advanced Certificate providing an outline of the Code problem areas, we’re sure you’ll find a course that’s right for you. In 2012, we will continue to cover a range of topics in our bitesize courses , which will be run throughout the year. These mini-sessions Our learning objective is to transfer the essential knowledge and skills provide an in-depth look at specialised sectors where we share our to get ads to air and keep them there. To achieve this, our courses pro - expertise to ensure that future clearances are as smooth as possible. vide practical insight into the clearance process from script to screen and shares our years of experience and expertise. A key aspect of our Training places are limited to 25 per course, so be sure to book your new Certificate Course is the interactive format, which will allow par - place early to avoid disappointment. We look forward to welcoming you ticipants the opportunity to step into our shoes for a mock viewing, to Clearcast very soon and to demystifying the world of TV advertising script surgery, role play and much more. clearance. The development of our Certificate represents our commitment to high For further details, dates and for our online booking facility please visit standards and professionalism in the industry. We believe that these our website at www.clearcast.co.uk/training.html or alternatively new courses will deliver a standardised skill level making the clearance send an enquiry to: Michael Haydon Training Programme Manager process smoother and more efficient than ever before. [email protected] | 0207 339 4700 12 Clearcast Newsletter · Spring 2012 Clearcast Newsletter · Spring 2012 13 CLEAR This is a wide-reaching exclusion, which can sometimes cause Getting a Clearcast difficulties when it comes to considering campaigns for cer - tain advertisers. It’s easy to recognise party-political ads but not always bit political as easy to determine whether ads fall into the second category. Niamh McGuinness Where there is any doubt about the status of an advertiser, we have to Head of Copy Clearance establish through dialogue with the advertiser/agency and possibly some of our own research, whether the company is one whose objects are wholly or mainly of a political nature.
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